Beagles, a startup developing "phygital" goods that combine NFC and AI technology, has expanded into the Chinese market following its earlier entry into the United States.
The company said it participated in Licensing Expo 2026, held in Las Vegas in May, where it held licensing and business cooperation talks with companies from North America, Japan, Europe and China.
Through follow-up discussions at the expo, Beagles signed a licensing agreement with Chinese letterpress and cultural creative company YINTERPRESS. The deal covers three of Beagles' proprietary intellectual properties: "PetPal Five," "Fogny" and "Give&Tag." The two companies also signed a memorandum of agreement, and a YINTERPRESS representative is scheduled to visit South Korea this month to discuss specific cooperation plans.
Beagles has been attending Licensing Expo since 2024 as part of its push into global markets. Since its first appearance, the company has steadily expanded its overseas network, and last year it partnered with U.S. revolving sushi chain Kura Sushi USA on an AI-based character goods collaboration.
The company's core business model centers on phygital goods that embed NFC and AI technology into character intellectual properties. Physical products — including keyrings, cards and plush toys — are fitted with NFC chips, allowing users to authenticate products and access content simply by tapping with a smartphone. Users can experience character voice messages, storylines and exclusive content.
Since unveiling its AI character chatbot technology at Licensing Expo 2024, the company has been expanding its interactive content business tied to physical merchandise.
Beagles has signed an MOU with U.S. character brand New Zoo Revue to develop AI-interactive goods, and domestically it carried out an AI fan-interaction goods project involving Cheong Kwan Jang and VX. The company has also collaborated with a range of intellectual properties and institutions, including actor Kim Ye-rim, FT Island, Pororo, FC Anyang, NC Dinos, the city of Daejeon and the city of Seongnam.
"The potential we confirmed in the U.S. market is now leading to our entry into China," Beagles CEO Lee Hee-jung said. "We plan to accelerate our push into global markets on the strength of our IP content business combining NFC and AI."
Beagles was founded in 2021 and has been advancing its technology and expanding its domestic and international business through programs including the Ministry of SMEs and Startups' deep tech TIPS program.
kim3956@heraldcorp.com
